Table of Contents
DEFINITION OF CENTRAL CONCEPTS USED IN THIS BOOK
MORE THAN JUST TECHNICAL SOLUTIONS
WHAT IS AN INFORMATION STRATEGY?
REVOLUTIONARY VERSUS EVOLUTIONARY PROCESS CHANGES
SEGMENTATION AND DATA WAREHOUSING
SEGMENTATION BASED ON DATA WAREHOUSE INFORMATION
SEGMENTATION BASED ON NON–DATA WAREHOUSE INFORMATION
CHAPTER 2 Identify What You Want to Achieve: The Menu on a Strategic Level
USING CUSTOMER ANALYTICS AS INSPIRATION FOR A CRM STRATEGY
CHAPTER 3 Lead Information for Identifying Valuable Customers: The Recipe
CUSTOMER VALUE ESTIMATION FOR NEGOTIATIONS
CUSTOMER VALUE ESTIMATION FOR VALUE-BASED SEGMENTATION
CHAPTER 4 Lead Information: What You Need to Know before Launching New Acquisition Activities
FINDING THE MOST VALUABLE TARGET GROUP
NEEDS-BASED SEGMENTATION CREATED FROM DATA WAREHOUSE DATA
VALUE-BASED SEGMENTATION CREATED FROM DATA WAREHOUSE INFORMATION
NEEDS-BASED SEGMENTATION CREATED FROM QUESTIONNAIRE DATA
SEGMENTATION BASED ON WORKSHOPS